He may be a knucklehead but this is a good line that all politicians should heed :

As I noted at the time, “in order to win an argument, you must appeal to the audience’s emotions as well as their reason. What people yearn for, what they fear, is often more important than what they think in determining how they vote.”

That's the line that jumped at me too. I guess when it comes to Libs we all see that they ever put their feely emotions above even logic and reason. What a childish foundation on which to build opinion or policy. Why anyone listens to them is beyond me.